Blended marketing para el posicionamiento de la Parroquia San Luis

Abstract

The parish of San Luis faces challenges in tourism promotion and visitor services, mainly due to the significant lack of signage and tourist guides that limit the tourist experience when exploring the area. Faced with this situation, research was carried out with the primary objective of designing a Blended Marketing plan to improve the positioning of the parish of San Luis in the province of Chimborazo through the application of marketing strategies and tools. The methodology implemented in the research used a mixed descriptive and exploratory approach, combining deductive and inductive, analytical, and synthetic methods to provide a comprehensive understanding of the topic. Surveys and interviews were used as data collection techniques to obtain both quantitative and qualitative data. The study universe was the economically active population of the province of Chimborazo. The market research results revealed that tourist sites and sporting events are important aspects for visitors but have yet to be efficiently publicized, which represents an opportunity to improve the positioning of the parish. The need to implement advertising campaigns to communicate and generate interest in getting to know San Luis was highlighted. In conclusion, the relevance of a Blended Marketing plan, supported by theoretical sources related to the tourism and agricultural sector, is highlighted. It is emphasized that bibliographic data is fundamental to interpreting the marketing plan model used in the research, which could significantly improve tourism promotion and visitor experience in the parish of San Luis